Sunshine Sugar
Youth Career Campaign
The brief
Sunshine Sugar is the only 100% Australian-owned sugar producer, with mills across Northern NSW. As a major regional employer, they wanted to connect with young people in the community and showcase the career opportunities available in the sugar industry- from farming and engineering to science, logistics and business.
The campaign was sparked by their attendance at the Northern Rivers Careers Expo, a key opportunity to meet students face-to-face and make a lasting first impression. The goal was clear: attract future talent and position Sunshine Sugar as a place where young people can learn, grow and thrive.
Our response
We rolled out a fresh, youth-focused campaign under the banner “Your Future is Sweet” - designed to spark curiosity and help Sunshine Sugar stand out at a busy careers expo (and beyond).
The goal was to make sugar industry careers feel exciting, local, and full of potential. So we built a clear, vibrant look and feel that could stretch across everything-print, digital, social, events. It’s a flexible foundation that Sunshine Sugar can grow with for years to come.
From real people to real stories, we kept things genuine and engaging - removing the complexity and showing young people that there’s a sweet future waiting for them right here in their own backyard.
The fruits
Brochure:
We created a bold, fold-out brochure to grab attention at the expo and start conversations. Designed to be picked up and flicked through fast, it gave a snapshot of what Sunshine Sugar is all about and the many career paths on offer-from farming to engineering to sales and science. It was all about sparking interest and making it easy to find out more.
Landing Page & Downloadable guide:
We built a custom “Sweet Futures” landing page to bring everything together online. It featured videos, pathways, and a downloadable guide that broke down each career option in more detail. The guide doubled as our lead magnet, encouraging young people to leave their details so Sunshine Sugar could stay in touch.
Expo Presence:
We made sure Sunshine Sugar stood out at the Northern Rivers Careers Expo with a suite of event-ready creative:
- Pull-Up Banners Two bold banners featuring the core campaign messages-“Your Future is Sweet” and “Where Will You Grow?”- designed to catch eyes and spark interest as students walked past.
- Media Wall: A branded backdrop that brought the campaign to life in the space-perfect for photos, content capture, and helping the team look the part.
- Merchandise: We added some fun into the mix with tote bags, trucker caps, and phone grips that gave students a reason to stop, chat, and take the message home.
Real Stories Content Shoot:
To bring the campaign to life, we facilitated a shoot with Sunshine Sugar featuring real young people currently working at Sunshine Sugar. Through photos and short video testimonials, we captured their experiences, career journeys and future goals. These authentic stories were rolled out across socials-paid and organic-to show students what’s really possible and help them picture themselves in the same boots.
Campaign Look & Feel:
This wasn’t just about one event. We created a strong messaging and visual platform Sunshine Sugar can build on-at schools, events, online and everywhere in between. Clear tone of voice, consistent visuals, and strong messaging now give them a solid base for any future youth engagement.
This campaign helped Sunshine Sugar kick-start real conversations with young people in the region. With a clear message, strong creative, authentic voices and a lead-gen system now in place - they’re all set to grow the next generation of sugar industry talent.
Sweet futures, indeed 🍬